Abstract:This article addresses in a preliminary way the creative and innovative strategies of institutional communication of the Itaú, O Boticário and Cacau Show enterprises, when analyzing the use by them of the digital social networks. The methodology used was a multi-case study with and qualitative and quantitative analysis of the data. A system of variables and indicators is presented to measure and identify which are the institutional communication strategies of a creative and innovative nature used by some of th… Show more
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